Do Real Company Stuff - Mozcon 2012 Version

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http://www.seerinteractive.com - As SEO's its time we live up to a higher standard, this presentation is not about Link Juice, or Do Follow blogs, its about what we should aspire to be, now lets go DO …

http://www.seerinteractive.com - As SEO's its time we live up to a higher standard, this presentation is not about Link Juice, or Do Follow blogs, its about what we should aspire to be, now lets go DO THAT!

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  • 1. Real company stuff…It’s a struggle Wil Reynolds Associate SEER Interactive Seerinteractive.com @wilreynolds
  • 2. Warning - Warning - Warning@wilreynolds
  • 3. Scale – Scale - Scale@wilreynolds
  • 4. Ya’ll talkin about “LINK Juice?” Not Revenue, Not Engagement, Not SOV, LINKS, Ya’ll talkin’ about Links, man?@wilreynolds
  • 5. Business existed before search engines@wilreynolds
  • 6. 1986@wilreynolds
  • 7. How would you sell… Software@wilreynolds
  • 8. @wilreynolds
  • 9. @wilreynolds
  • 10. @wilreynolds
  • 11. #RCS@wilreynolds
  • 12. Before this?@wilreynolds
  • 13. Thinking…@wilreynolds
  • 14. Buy olddomains and Buy text links Buy text 301 them in footers 10,000 links in copy pinterest Cloaking Fake Reciprocal accounts Linkbait stumbles DIGG links 3 way link Network exchange IMG Alt White textPrivate link On White network stuffing background@wilreynolds
  • 15. @wilreynolds
  • 16. @wilreynolds
  • 17. #RCS is tough@wilreynolds
  • 18. True Story…@wilreynolds
  • 19. Mommy Bloggers for a construction company?@wilreynolds
  • 20. Yeah, it’ll get links@wilreynolds
  • 21. Get you laughed out of the VP’s office@wilreynolds
  • 22. OR@wilreynolds
  • 23. “Our company wants to inspire the next generation of engineers…”@wilreynolds
  • 24. #RCS gets results non-RCS can’t@wilreynolds
  • 25. @wilreynolds
  • 26. Real Co. Sh*t@wilreynolds
  • 27. @wilreynolds
  • 28. REALLY?@wilreynolds
  • 29. Protip: Find people copying your fashionistas images @alliebrown89@wilreynolds
  • 30. Tweet their post when they credit you@wilreynolds
  • 31. SEO’s w/ marketing plans?@wilreynolds
  • 32. Google’s favoring brands….@wilreynolds
  • 33. Finally rewarding brand activity@wilreynolds
  • 34. no followers no engagement no cust. service no content@wilreynolds
  • 35. WINNER!@wilreynolds
  • 36. I can build a legit business on…this strategy??@wilreynolds
  • 37. This sounds like some hokey bullshit, but OK@wilreynolds
  • 38. Cutts Mueller You You Penguin Slap!@wilreynolds
  • 39. Cleaning up low quality links?@wilreynolds
  • 40. @wilreynolds
  • 41. Develop a clean up your crappy business tool@wilreynolds
  • 42. Still not getting it@wilreynolds
  • 43. Today’s SEO wants Clients who@wilreynolds
  • 44. Engage@wilreynolds
  • 45. Rabid Fans@wilreynolds
  • 46. Stand for something@wilreynolds
  • 47. Share their expertise@wilreynolds
  • 48. Share their data@wilreynolds
  • 49. Share their data@wilreynolds
  • 50. Share their data@wilreynolds
  • 51. @wilreynolds
  • 52. Real company sh*t #RCS j.mp/PdH1dc@wilreynolds
  • 53. Building followers is the new link building@wilreynolds
  • 54. What writers, bloggers are following you?@wilreynolds
  • 55. Followerwonk@wilreynolds
  • 56. Writers 56@wilreynolds
  • 57. OUTCOME 57@wilreynolds
  • 58. RWW 58@wilreynolds
  • 59. No followers?Do it to a competitor!
  • 60. Client challengeNo new stuff for links
  • 61. Image search for logo + sponsorship @adammelson
  • 62. [companyname] + event
  • 63. DON’T EVEN THINK ABOUT IT!
  • 64. bit.ly/localmoz@kanejamison
  • 65. Company already has done #RCS w/ content?
  • 66. 30 second #RCS Test? 68@wilreynolds
  • 67. 69@wilreynolds
  • 68. 70@wilreynolds
  • 69. 71@wilreynolds
  • 70. How quick is your “fall off”? 72@wilreynolds
  • 71. How well do you blanket your industry? 73@wilreynolds
  • 72. 74
  • 73. http://bit.ly/rank-checker-seobook 75@wilreynolds
  • 74. #RCS gets copied @JHTScherck
  • 75. Protip: Set up G alerts after every major content push
  • 76. How do you develop content ideas?
  • 77. 30 second guide to content ideas
  • 78. How to sell #RCS to your boss
  • 79. Curious
  • 80. Built entire microsites off of this strategy!
  • 81. Q’s the web hasn’t answered
  • 82. Revenue mattersHow much traffic, newsletter signups, and conversions? Are you getting it?
  • 83. bit.ly/conversions-and-links @jasonacidre
  • 84. Giveaway = $3900 (eevenue)250+ Social shares (engagement) 50 comments (engagement) 10 sales (customers) 1 new blogger (relationship)
  • 85. Giving away product made client $3900 in 1 week
  • 86. Oh, and their rankings are going up
  • 87. You talkin’ bout “LINK JUICE”
  • 88. “Vs”searches
  • 89. 97@wilreynolds
  • 90. 98@wilreynolds
  • 91. SEOMOZ SEOBOOK
  • 92. Who is going to own that convo? 100@wilreynolds
  • 93. 101@wilreynolds
  • 94. Do you have the content? 102@wilreynolds
  • 95. B2B? #RCS is even easier 103@wilreynolds
  • 96. Use PPC data! (client story) 104@wilreynolds
  • 97. Don’t need big brand $$ to do #RCS
  • 98. Skateboard Client
  • 99. @nicomicelli
  • 100. HOLD THE FREAK UP! (retrain the SEO mind)
  • 101. Add value
  • 102. Interview the builders Create a Google map of gov’t parks Most friendly cities for skate boarders # of skate parks [study] Go shoot videoHow to get your city to build a skate park
  • 103. There will be turbulence
  • 104. I’m gonnasue yourclient
  • 105. There will be HUGE wins too…
  • 106. “Search strategy should be driving content strategy” - Marketing VP of MAJOR brand
  • 107. SEO’s are best to drivecontent strategy IF (BIG IF) we can understand our role in a larger context
  • 108. We MUST stop this!!
  • 109. We are the ugly fish of marketing, embrace it
  • 110. I need the right PH & someone to feed me
  • 111. We eat shit….survive – you die
  • 112. Stop making ourwork about links & shortcuts
  • 113. =
  • 114. Start making ourwork about industry leadership
  • 115. Start making ourwork about caring for customers
  • 116. Start making our work about engagement
  • 117. Start making our work about education
  • 118. =I love those SEO guys
  • 119. We can win thebudgets we deserve
  • 120. Your first attempts will suck
  • 121. #RCS startssomewhere
  • 122. Now, its … THIS!
  • 123. This isREAL COMPANY SHIT
  • 124. Wil Reynolds Associate SEER InteractiveSeerinteractive.com @wilreynolds